Bellezza
Turning a traditional beauty brand into a DTC growth machine with 8.2x ROAS
Blended ROAS
8.2x
Overview
The
Story
Bellezza had decades of retail distribution but minimal DTC presence. They launched their Shopify store 8 months before coming to us and were stuck at $22K/month in ad spend with a 1.9x ROAS. We built a full-funnel acquisition and retention engine that transformed their digital business.
The Challenge
Transitioning from a retail-first brand to DTC is notoriously difficult. Bellezza's team was used to wholesale margins and had no experience managing paid media at scale. Their creative was repurposed from print catalogs, their landing pages weren't optimized, and they had zero email/SMS infrastructure.
Our Strategy
- 1Built custom Shopify landing pages with A/B testing for each product line -- conversion rate lifted 89%
- 2Launched Meta prospecting with 'ingredient story' video ads that educated while selling
- 3Deployed Google Search capturing branded and category terms competitors were ignoring
- 4Built complete Klaviyo infrastructure: welcome series, abandoned cart, browse abandonment, VIP tiers
- 5Created a subscription model for replenishable products with 3-month commitment discounts
Results
By the Numbers
Blended ROAS
8.2x
Monthly Revenue
$1.5M/mo
Conversion Rate
+89% lift
CPA Reduction
-64%
Email Revenue
32% of total
Subscription Rate
41%
Transformation
Before & After
Monthly Ad Spend
$185K
Blended ROAS
8.2x
Monthly Revenue
$1.5M
CPA
$9
Conversion Rate
2.3%
Journey
The
Timeline
A step-by-step look at how we achieved these results -- from initial audit to full-scale performance.
“We spent 30 years building Bellezza in retail. Ionix built our DTC business to match it in 3 months. The subscription model alone changed our entire business outlook.”
Marco De Luca
CEO, Bellezza
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$47M+
Ad Spend Managed
7.2x
Avg. ROAS
120+
Brands Scaled
93%
Client Retention